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Lululemon:
Blissfeel
We helped lululemon launch its first footwear collection — made for women first.
Case Study Film
Flipping the script on footwear design.
For too many years, too many feet were subjected to the wrong design. With 91% of performance footwear being designed for a man, women were feeling left out.
This innovation injustice inspired lululemon to level the footwear field. With made to feel, Miniac’s creative challenge was to tell the blissfeel design and innovation story so the world would understand lululemon’s deep commitment to making female first footwear.
The concept was based on the simple premise that every woman is different; she has different feet, different performance goals and shoe preferences. And she deserves a shoe that feels different. This insight served as a celebration of what it feels like for a woman to move in her own shoes.
